許多零售商在社交媒體註冊以回應客戶問題

Many retailers lagging in social media responses to customers’ issues
Source: PRDaily By Rachel Farrell | Posted: July 12, 2013

If you’re among the 50 percent of U.S. online retailers that use social media for customer service,
stand up and take a bow. If you take longer than two hours to respond, though, you probably should
sit back down.

如果你是屬於美國在線零售商使用社交媒體為客戶服務的那50％的族群，站起來，接受一鞠躬。
如果你超過兩小時內做出回應，那，也許你應該坐著休息一下。

About 80 percent of top 100 U.S. online retailers are using Twitter and Facebook to respond to consumers, but according to a new study from Conversocial, the response times don’t satisfy customers. 

美國100家頂級在線零售商大約有80％使用Twitter和Facebook來回應消費者，但根據一個從Conversocial的新的研究，(Social CRM and Social Media Customer Service Software.)
對顧客回應的時間不能滿足客戶。

The average response time across all 100 retailers is a sluggish 11 hours, 15 minutes — but more
than 50 percent of consumers expect to get a response in less than two hours. The best response
time clocked in at nine minutes; the worst was 50 hours. (Yes, more than two days.) 

100家零售商的平均回應時間是緩慢的11小時，15分鐘-但超過50％的消費者則預期應在不到兩
小時內得到回應。最佳回應時間是在九分鐘，最壞的則是50小時。（是的，超過兩天。）

The study, based on overall performance factoring in six categories of social media customer
service, found that on average 13.8 percent of complaints or questions garner responses. Three companies—Netflix, Amazon, and Sony—had response rates of more than 90 percent.

該研究是根據社交媒體客戶服務六大總類做整體分析， 發現平均13.8％的投訴或問題爭取響應。
三家公司Netflix，亞馬遜，索尼有超過90％的回應率。

Many of the retailers analyzed are not using social media to fully resolve customer service issues,
and instead are redirecting consumers to other channels such as phone banks or email. But 65
percent of customers say first contact resolution is the most important part of a good customer experience.
 
許多零售商分析不使用社交媒體來充分解決客戶服務問題，而是重定向到其他渠道，如電話
客服銀行或電子郵件來回覆消費者。但是，65％的客戶說，解決第一次接觸是最重要良好客
戶體驗的一部分。

Deflecting customers who’ve come to your Facebook or Twitter feed after they’ve exhausted
other options will probably create a public backlash, with customers threatening to take their
business elsewhere.

當他們已經用盡了其他選項而供應轉移經由你的Facebook或Twitter而來的客戶，可能會造成
公眾的強烈反應，揚言要與客戶到別處拿自己的業務。

More than 25 percent of customers actually change companies because they’re getting shuffled
around among too many representatives, according to the American Express Customer Service Barometer.

根據美國運通客戶服務晴雨表顯示， 超過25％的客戶實際上能改變公司，因為他們在太多的
代表性中坐立不安。

[RELATED: Hear powerful case studies from The Coca-Cola Company, Walmart, and Whole
Foods Market in October at Microsoft's HQ.] 

Remember: Customer service on social media is public. Anything you say and how quickly you
say it can have a major effect on your band, so make sure your company’s social media channels
are staffed with qualified customer service agents. 

記住 : 社交媒體的客服系統是公開的， 任何你所說的和你回應的多快在建立你的品牌有主要的
影響 ，所以確認你公司的客服系統是有品質的專職服務代理人。

You can download the full study here.
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